13 rules for creating landing pages that optimize sales

by Susan Allocco, Freelance Copywriter

A landing page is an extension of your online and offline direct response promotions. It's sole purpose is to get your prospects to take a specific action, such as make a purchase, or request additional information. Strengthen your landing pages with the 13 rules below and watch results soar.

1. Only use links that increase your chances of getting a response.

The MarketingSherpa Landing Page Handbook states, "It's a mathematical certainty that every link on your landing page that doesn't result in conversion will decrease your rate.".

2. Do not use site navigation.

If your landing page includes your website's navigation bar, visitors are likely to start browsing your site. When that happens they become distracted and lose interest in the offer.

3. Make the last few lines of each page very strong.

Repeat the offer and other key benefits to get readers to go to the next page.

4. Create a strong linear flow.

Lead your visitors to the action you want them to take, i.e., link to purchase, by creating a strong linear flow from top to bottom. Do this by keeping the most important information in one column.

5. Make it easy to read.

Use short paragraphs, bullet points, indented paragraphs, and black type (blue for headlines).

6. Budget for analytics and testing.

Continue to track and fine tune landing pages to optimize the conversion rate. Website Optimizer, a free tool by Google, lets you try any combination of content to find out what leads to the most conversions.

7. Use hyperlinks that open small windows.

If you use links to answer questions, have them open small, separate windows that are easy to close.

8. Keep important elements above the "fold".

Have enough content above the fold (bottom of screen) to encourage visitors to scroll down and keep reading.

9. Make it easy to convert.

Place conversion links above the fold and at every scroll-and-a-half of screen space.

10. Optimize forms.

Don't ask for information unless it's needed so that forms are easy and quick to fill in. If, for example, you ask for a zip code, the city, state, and province aren't needed.

11. Prominently post privacy information.

A prospect who is ready to accept your offer may change her mind if she's concerned about privacy.

12.Add an email-capture field

At the end of the first page use an email-capture field with a good incentive to sign up, like a free guide. If they don't make a purchase, this lets you continue marketing to them.

13. Build credibility up front.

On the first screen, use elements such as testimonials and guarantees to build credibility.

If you'd like to learn more about creating successful landing pages, two great online resources are MarketingSherpa.com and Web Marketing Today.

References

Susan Allocco is a freelance copywriter with over 20 years of experience helping companies succeed through direct response marketing programs. She can be reached at 212-986-6961 or Susan@MarketingRenaissance.com.

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